How Social Media is bringing fashion to the masses at London Fashion Week
by Julian Gratton
Last year, like many brands and organisations, London Fashion Week flirted with Social Media by having event details, links to stories and comments posted on Twitter and Facebook… so far so very 2009!
This year, though, sees London Fashion Week take a great leap forward by embracing even more Social Media technologies and making London Fashion Week open to the masses rather than the privileged few… and they’ve done it in some predictable and also some surprising ways.
On London Fashion Week’s own website.
London Fashion Week is the first of the leading four global fashion weeks to fully embrace digital media into its twice-yearly showcase. All designers showing in the official show venue at London Fashion Week will have the opportunity to live stream their show, reaching a larger audience of both industry professionals and consumers.
A quick visit to London Fashion Week’s website reveals a whole host of Social Media toys being used to keep people up-to-date with shows, gossip and opinions. As well as the now obvious Twitter feed, Blog updates, News feeds and Facebook page link there is London Fashion Week TV On Demand (LFW TV).
‘LFW TV’ not only hosts video highlights of the most popular shows that have been appearing at London Fashion Week, it allows visitors to post their comments about the garments paraded in full technicolour glory (thanks Youtube for that idea).
The most impressive part of ‘LFW TV’, though, has to be the Live Streaming. Using the schedule that is posted online, you can log on and watch the catwalk shows as they happen… more impressive than that though is the feed into the channel that allows you to see what Fashion Insiders are thinking of the clothes on show. And if you’re not bothered what the Fashion Insiders think, you can switch to another tab and read what other Fashion Fans think of the styles on show… very impressive!
Caroline Rush, CEO, British Fashion Council, commented: “This is a significant step in developing our digital strategy. Enhancing designers’ experience and reach through London Fashion Week is an important area of development for the future.”
Embracing the Bloggers.
Like all forms of media of late, fashion, in particular, has seen a huge surge in the numbers of both skilled and unskilled practitioners making and developing their own niche or mainstream fashion blogs.
In light of this, London Fashion Week has chosen to fully embrace the Blogging community. Many influential fashion Bloggers have been invited to London Fashion Week as the British Fashion Council has recognised that there are many Blogs out there that are read by as many people who read the likes of Vogue, Grazia and Elle.
As well as inviting Bloggers to the London Fashion Week shows, they have also posted a Blog Portal on their website, which highlights the best fashion Blogs from around the world… such as Fashion 156 which was founded and is still run by Guy Hipwell… whom I very much presume finds himself sat on the front row of many fashion shows this week next to the Fashion Editors of some very glossy magazines and newspapers.
Bringing fashion to the Blackberry
Not wanting to miss out on the craze for Smartphone apps, London Fashion Week has created its own… but only if you have a Blackberry. Developed by Viigo for the British Fashion Council, the app allows users to create their own personalised schedule. Receive live updates when shows are running late and access all London Fashion Week’s official content whenever people feel they need it, wherever they are. The application also provides BlackBerry users inside access to designer information and biographies, LFW news and photo galleries, along with recommendations of the hottest restaurants, bars, clubs and hotels in town… essentially, no Fashionista should be seen without it!
It’s not just Avatar that’s in 3D.
Ok so it’s not related to Social Media… but it certainly is very impressive. During the opening speech of the Fashion Week Sir Harold Tillman, chairman of the British Fashion Council, informed the gathered masses that as well as streaming online to some of the biggest cities in the world, there will be private 3D events in Paris, New York, Los Angeles, Dubai, and Tokyo that receive live stream from London to custom screening spaces designed by Burberry Chief Creative Officer, Christopher Bailey, who commented that:
“We are very excited we are hosting the first ever truly global fashion show. This unprecedented event will enable people to experience the energy and atmosphere of this show from around the world. 3D technology will bring our global audience into the London show space allowing them to see the colours and fabrics, to hear the music and to be a part of that moment when it all finally comes together.”
Leave it to fashion to lead the way.
As the year progresses and other huge events appear on the horizon (World Cup, Wimbledon, The Oscars) I only hope the organizers are looking at what London Fashion Week is doing to embrace Social Media and technology and bring us something equally informative, innovative and exciting!
If you’d like to see how you can take advantage of Social Media… why not give Red C a call on 0161 872 1361 or click here
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